I agree with this. Some will say the Olympics and World cup is enough, so every other year.
I still think once a year isn't too much. The Olympics and World cup are different because one is played under NHL rules, the other under IIHF rules. I think the regional cups leading up to the world cup would be great - North American Cup, Canada versus U.S. best 2 out 3, for seeding at the world cup the following year, same for Northern European Cup, Finland vs Sweden and Eastern European, Russia versus Czechia. And maybe you could even have a Western Europen Cup Switzerland vs. Germany, with the winner getting a place at the World Cup (Finals) the following year. Then you have a tournament with the remaining teams for the last seat. I this could get other countries excited about hockey. Not all, but some. Like England, France, Mexico, Italy, Switzerland, Germany. It depends how well you market it.